How to establish yourself as an industry expert through media exposure
Save yourself thousands in advertising costs through the power of earned media, which amplifies your key messages into the marketplace to boost your professional profile and establish you as an authority in your field.
Earned media is a powerful tool, packing a more powerful PR punch than paid media (advertising) and owned media (web, social media).
Nothing can distribute and communicate your business story and pull in new clients and opportunities quite like a successful media campaign.
This practical workshop will show you how to discover your newsworthiness, how to package it for a modern newsroom and how to pitch your story to media.
Your Instructor
Christine Allen is an award-winning journalist and has over 14 years of newsroom experience, in Ireland and New Zealand.
The former chief reporter of the Northern Advocate daily newspaper in Whangarei, Christine led the team to win APN NZ Newspaper of the Year for two years in a row, as well as a host of other awards, including the prestigious 2014 Canon Newspaper of the Year.
A trained press photographer, experienced production editor, influential campaign journalist and former business editor, Christine has written over 10,000 news stories in her career.
She has received over 160,000 press releases from PR companies in that time too – some were great, many were appalling.
She answered the call from business owners last year and packed in her newsroom job to start Solas Media Solutions, determined to help business owners to become empowered to nail their own media relations.
Christine’s media relations consultancy and coaching company helps business owners and leaders to bag heaps of positive local and national media exposure to get more eyeballs on their products and services.
She works with influencers, marketers, campaigners, small business owners and start-up founders and she believes that a return to powerful, traditional “earned media” has never been more beneficial for businesses as it is now, as the marketing domains become oversaturated with noisy, shallow messages.
Course Curriculum
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StartVIDEO: What is news and earned media and why is it so great? (12:49)
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StartWhat is news?
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StartHow newsrooms work
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StartEarned media versus paid and owned media
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StartBenefits of a media campaign
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StartUnderstanding media campaign objectives and audience
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StartASSIGNMENT: Identifying your media campaign objectives and audience
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StartVIDEO: The news formula (16:59)
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StartThe news formula
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StartASSIGNMENT: Explore your media opportunities.
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StartVIDEO: Press releases and interviews (9:44)
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StartPros and cons of a press release
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StartWhat journalists will do with your press release
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StartBad press releases
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StartAbout interviews
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StartPros and cons of interviews
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StartInterview tips
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StartASSIGNMENT: Pre-empt your interview questions
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StartVIDEO: 9 ingredients of a great story (7:50)
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StartNine ingredients of a story package
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StartASSIGNMENT: Exploring your key messages and soundbites
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StartVIDEO: The 4-step pitch (7:10)
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StartThe 4-step pitch
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StartTen questions to ask yourself if your pitch fails
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StartHow to complain when you’re not happy with a story
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StartVIDEO: Media momentum and maintaining media relationships (4:11)
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StartMedia momentum and maintaining media relationships